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Toyota's "Mall Terrain" Tacoma Adds Poke Back at Chevy Colorado ZR2's "Segment of One" Nonsense

Toyota doesn't have to advertise the Tacoma but opted to poke back at Chevy. Here's why.

Covering new vehicle launches is a fun part of being involved with automotive media. The new taglines companies create to promote their trucks never cease to amaze us. When Chevrolet launched the new Colorado ZR2 last year, the tagline it adopted for the new ZR2 off-road variant of the Colorado was surprising and borderline insulting. Chevy claimed that its ZR2 was in a "Segment of One." Ignoring the fact that the Tacoma TRD Pro and other trims had owned that segment's sales crown for so long that the Colorado itself came and went and came back again in that period.

The term was used by Sandor Piszar, Chevrolet Trucks marketing director, who said in a press release, “ZR2 is truly a segment of one and does everything well — from traversing heavy two-track trails to high-speed desert running and full-on rock crawling. We’re thrilled to be able to offer it for more than $2,500 less than the next closest comparable vehicles. Taken in the context of serious off-roading, $2,000 will buy you 50 years of annual passes to Arches National Park in Moab, Utah.”

Toyota's new advertisement is just as ridiculous as Chevy's claim. In the advert, Toyota shows its Tacoma as being "All Terrain" and creates a farcical narrative around the Colorado, shown in the ads, as being "Mall Terrain." The Tacoma is occupied by three cool looking dudes, while the Colorado is occupied by three goofballs.

Toyota shows the Tacoma tackling off-road trails while the Colorado trio attempts the deadly mall speed bump loop. One of the goofs tries not spill his latte. What makes the advertisement a bit unusual is that the Tacoma is selling so robustly, Toyota's only challenge is finding the capacity to make more.


Torch (not verified)    January 25, 2018 - 7:01AM

I have always owned GM products. So the difficulty of comparing is unique to me. Two of my friends have owned the Tacoma, and after 8 years they got rid of them. They both said they got great use from them. So I let them drive my Canyon and Colorado. They were so impressed with the power, towing, and mileage they both bought a Colorado ZR2. My Colorado is a ZR2. My Canyon is more a road trip vehicle with the long box. Both are diesel powered. My Canyon gets 32 MPG on the road. The ZR2 gets 30 MPG on the road. Love them both. Drawbacks., getting in is a little tough. Diesel fuel is gone way up on price which is a rip off. For my 90 year old parents, they have ample room. I give them a 5 star rating. So as I said, I have always bought GM products and I always will.

Bob D (not verified)    January 25, 2018 - 1:05PM

In reply to by Torch (not verified)

In the commercial they show a plain Jane colorado if toyota had balls they would have used a ZR2 besides the colorado is a better truck and more comfortable I own a ZR2 test drove a Tacoma pro hated the ride and couldn't get comfortable.